Executive Series: Doug Wright

Doug Wright is our resident consumer electronics and music tech expert. He has an extensive background representing major brands, including Sharp, Maxwell, Sony, Kenwood, Yamaha and Pioneer. He’s also worked with clients in other industries, including video games, professional video, marketing premiums, health care, financial services and others.

What is the biggest change you’ve seen in PR? 


Media relations. One thing I remember distinctly about my first jobs was how easy it was to get reporters out of their offices. Trade magazine writers and even mainstream media made time to meet with clients over lunch, which helped to build relationships.Nowadays, no one has time. The economy and the way business is done has effectively changed the way relationships are built. Editorial teams are often short-handed, and any time out of the office is at a premium. In fact, it can be difficult to get an editor you do not have a relationship with on the phone.This has made it all the more important to tighten up the other aspects of media relations. Pitches, both written and verbal, must be very efficient and even more compelling to get the attention of writers and editors.

How do you generate news and build buzz for clients?

Finding and engaging key influencers. For instance, you may want to offer an exclusive story to a major media outlet that your client is most excited about. If an exclusive is not possible, seeding stories to top mainstream or trade media under embargo is a great tool as well. This way, you can prepare them with materials/interviews/etc. to publish their stories when the news hits, not days later. It also lets the writers know that your client believes this is big news and will help you cut through the clutter of all the other news they may cover on a given day.

Social media is also key. By helping a client to build strong social networks (Twitter, Facebook, Linkedin, Pinterest, Instagram, etc.), they can hint at upcoming news that would be of interest to their audiences. By engaging social media influencers in your client’s field (media, industry experts, enthusiasts, etc.), you can build a great deal of anticipation for a pending announcement and extend its reach.

What is the most challenging thing about PR?

Prospecting for new business. This is the life blood of any agency and it can be a challenge to find the time to find new clients. I have found that the proper mindset is to make sure new business prospecting is part of the normal work week, to be tackled alongside regular client work.

I try to make time to consider opportunities for business among colleagues, friends and new contacts. You never know, a well-timed phone call or email can be the first step to gaining a new client.

Is there anything happening in the industry that you find interesting?

Newsroom and editorial changes. With smaller editorial staff and advertising shifting to online media and other areas, print publications are getting thinner and even transitioning to online-only formats. The editorial landscape is changing rapidly and it is important to keep up to date with changes and new opportunities for more timely coverage.

An upside of a more online-centric media base is its tie to social media. Online stories can be more easily shared with clients’ audiences and other social media influencers to spread key news farther and faster.

What is one thing you wish you’d known when you started out?

Being creative in the job hunt and adapting the job to your preferences. The need for PR is everywhere—in corporations, financial institutions, art organizations, health care companies, non-profits and on and on—so there is a great degree of opportunity to find your passion within the field. As for adapting a current job, I now know you can use your strengths to bring a position even more in line with your interests—and maybe even create a new position. This, of course, needs to fall in line with your employer’s needs and goals.

Guest Post: Marketing Basics to Grow During a Recession

Original Post by Leigh George, Ph.D, Director of Strategy, Moiré Marketing Partners

We all know that it's smart to market during a recession and that firms that do market are better positioned when the economy turns around. If we all know this, why aren't firms flexing their marketing muscle now? Here are tips on how firms can position themselves for growth in the post-recession economy that bear repeating. They're not earth-shattering. But they are marketing basics that you can't afford to ignore.

1. Incorporate social media into your business development efforts. Your clients, prospects and their suppliers are using it; you should strategically use it too. Leverage tools including LinkedIn, Facebook and Twitter to connect with prospective clients and other professionals to build your network and demonstrate your expertise.
2. Be a brand ambassador. Remember, you are the face of your company's brand. Use your interactions to communicate your firm's brand promise and support that continuously in your efforts.
3. Network. Relationships matter. Social media is a great way to start a conversation with a client or prospect - but don't let it stop there. Offer to meet new and old colleagues at an upcoming industry or bar association meeting, civic event, non-profit activity or social mixer - or host your own hospitality function at your firm.
4. Seize the podium. Apply to be a speaker at upcoming events. If you aren't accepted, attend anyway to get a better handle on what topics are creating buzz.
5. Learn from other professionals. Invest in consultants to sharpen your brand. An outside perspective can help you assess the effectiveness of your business development efforts and offer insight into what strategies would work best for your personality type.
6. Be active in your home and business communities. Dust off those memberships in the local chamber of commerce and non-profit organization. Get involved in industry related activities and slowly increase your profile.
   

What's in a Name?

As a young PR pro, you don’t have much time to take the phone away from your ear during prime pitching hours let alone delve into the inner workings of the communications business. However, at the center of a start-up in a rocky economy, I’ve seen firsthand how crucial it is to build your brand no matter the environment. That said, brand building doesn’t start at the corporate level alone – you need to consider your personal brand, your company’s brand and of course, your clients’ brands.

With not as many connections as my lovable (and well-connected) colleagues, I decided to start by working on my own brand – ultimately leading to greater credibility in the PR world. So I Kannekt, Facebook, Twitter, and Link In with colleagues and clients, groups and associations, with aspirations to one day have my name associated with a brand that stands for quality, hard-work and dedication!

It’s really not as difficult as I first imagined. Have a reporter friend? Follow them on Twitter to catch their most recent articles. Have a colleague you worked with at a previous firm? Connect with them on LinkedIn, then offer to meet over a cup of coffee to see what they have brewing in their life. It’s amazing how only one hundred and forty characters can open doors and opportunities.

So even with all of the warnings out there to “think before you tweet,” my feelings are, relax! Before social media, time was spent in idle email chatter and passing news through word of mouth. We’ve just changed our medium a bit to be more Web 2.0 (that’s your sign to cringe)!

So whether you’re @cconte, Joining my network!, or sending a message to your best friend, you’re taking the initiative to build a brand and form relationships.